Underconsumption-Core: Tiktok's Latest Trend Further Points to Recession

Watch out water bottle collectors...you're old news!

I don’t know about you, but my TikTok fyp will show me some crazy things from time to time like this woman who takes accessorizing her Stanley to the next level. It’s no secret that the internet loves to collect. Influencers have been collecting beauty products, water bottles, slime, body wash, etc over the last decade as social media has risen as a prominent medium for advertising. Up until now, we have been experiencing trends of overconsumption with musicians releasing multiple versions of their albums for extra cash, toys being marketed as rare and collectible, and brands encouraging this behavior through their campaign strategies and influencer partnerships.

But the era of overconsumption is coming to an end. As you may have noticed, prices are way up, housing has been incredibly difficult to afford, and people are finding it hard to make ends meet. Don’t believe me? (Because I know some people don’t) just look at the latest trend: underconsumption-core, a silly, light-hearted trend that’s shedding light on what Americans (outside of the influencer space) are doing to stay afloat. Many of these videos showcase users rebelling the rapidly evolving trend space by wearing “outdated” clothes, using items to their full capacity as opposed to quickly replacing them, and showing off their minimalist makeup/water bottle collections. The gist of all these videos is really just people living within their means and the means don’t allow them to purchase the latest and greatest of everything anymore because there isn’t much disposable income floating around.

Underconsumption core isn’t the only trend raising red flags though. Not too long ago, there was a trend of users posting videos of their old car and the problems they have. Which one could argue is normal for teens and young adults, but shortly after many users began creating commentary videos on how grateful they are to have “beaters” due to the insane car payments and interest rates their peers are paying on newer models. And, as someone who drives an old, squeaky Hyundai and grew up with parents that added water to the hand soap…it’s crazy to see people from different corners of the internet coming together to embrace “underconsumption.” We’ve gotten to the point in the latest and greatest dynamic that consumers are struggling so hard to keep up that it’s easier to make a trend prioritizing longeivity and “life hacks.”

For my friends in advertising, and the influencers looking to grow…I think it may be time to get crafty and pivot to keep up. Overconsumption is out and underconsumption is in.